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Starting Friday and running through the day after Thanksgiving, the online retailer will one-up itself by adding new holiday deals as often as every five minutes. That compares to last season, when it launched a new promotion every 10 minutes.

The site will also host 10 deals of the day on Thanksgiving, and up to 10 more on Black Friday. Additionally, it will offer more than 150 limited-time "lightning deals" exclusively on its mobile shopping app, in a bid to encourage shoppers to download the application. As a further incentive for customer loyalty, Amazon Prime members will receive access to many deals 30 minutes early.

Amazon's announcement comes just two weeks after the retailer kicked off its early Black Friday sales event, and as it aims to grow revenue by up to 25 percent during the holiday quarter. The company has already promised to host 30,000 "lightning deals" throughout the season, double the amount it offered last year.